Communicating in the Era of Everyday is a Crisis

That Solo Life, Episode 314: Communicating in the Era of Everyday is a Crisis Episode Summary

In today's highly charged environment, even the most innocent business decision can spark a public relations crisis. For solo PR practitioners, staying ahead of potential firestorms is more crucial than ever. In this episode, hosts Karen Swim and Michelle Kane discuss practical strategies for helping clients navigate the minefields of public perception. They explore why it's essential to be the "little black cloud" that keeps clients aware of current events and public sentiment, even when clients are siloed in their own industries. Learn how to proactively prepare for controversy, from price increases to rebranding efforts, by developing a playbook, using AI for efficient research, and maintaining open lines of communication with the C-suite. Discover how building a foundation of trust and community with your publics can be your greatest asset when a crisis inevitably hits.

Episode Highlights

• [00:51] How to help clients navigate decisions, from the mundane to the major, in a world where public perception is highly sensitive.
• [02:05] Recognizing that all sides of a polarized public are part of your audience and the challenge this presents for communicators.
• [03:51] Using AI and other tools to efficiently monitor trends and public sentiment without getting overwhelmed.
• [04:37] A practical tip: creating a weekly "pulse check" newsletter for clients to gauge their perspectives on trending topics and build a bank of potential responses.
• [06:13] The importance of knowing what's happening on social media to anticipate potential reactions to your client's actions.
• [07:22] Why it's critical for PR pros to have a direct line to the C-suite to proactively prepare for potentially controversial business plans.
• [07:49] A real-world example: how to start preparing now for a future price increase to mitigate backlash.
• [11:02] The power of de-escalation and nurturing community relationships on a daily basis, not just during campaigns.
• [11:44] Drawing lessons from the classic Tylenol case study on how establishing trust can pay dividends for decades.

Related Episodes & Additional Information

In this episode, Karen and Michelle discuss the importance of being prepared for any situation. While no specific resources were mentioned, staying informed is key. We recommend using tools like Google Alerts or other media monitoring services to keep a pulse on trends relevant to your clients.

Host & Show Info

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

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